AT装饰公司经营战略分析

发布时间：2018-01-13 18:16

本文关键词：AT装饰公司经营战略分析　出处：《西南交通大学》2008年硕士论文　论文类型：学位论文

【摘要】： 改革开放20多年来,伴随着我国经济快速增长,城市化进程不断加快、城乡居民消费结构逐步升级,房产开发势头强劲,同时与之最为相关的产业—建材行业和建筑装饰行业也将面临前所未有的发展机遇。房地产市场持续看好的发展前景,带动了我国建筑装饰行业呈现出持续、迅猛增长的势头,成为成长性最好的新兴行业之一。但是我国现有建筑装饰企业数量及工程承接能力总量与工程年需求量相比已经供大于求,供求关系的严重失衡使建筑装饰市场竞争日益激烈。本论文采取理论分析与案例研究相结合的方法,从分析建筑装饰行业的宏观经济环境、行业环境、行业发展趋势、市场竞争态势入手,对一个典型的民营建筑装饰企业——AT装饰工程有限责任公司进行战略分析研究,并制定相关战略,期望能对众多的建筑装饰企业的战略管理提供思路。本文首先分析AT装饰公司所处的外部环境,进而阐述了企业战略管理的理论基础知识,然后分析了公司内部环境和优劣势,在此基础上,文章综合利用波特五力模型、EFE矩阵、IFE矩阵、SWOT分析等理论分析工具对AT装饰公司所处的内外环境进行详细的分析,并结合公司的实际情况提出较切实可行的战略选择。通过研究,本文得出如下结论:一方面,国内建筑装饰行业目前正处在行业生命周期的成长阶段,房地产市场竞争日益加剧,其中短期及长期发展前景持续看好;另一方面,装饰行业竞争激烈,AT装饰公司面临着很大的挑战,要想在激烈的市场竞争中赢得优势并实现可持续发展,必须明确自己的竞争和发展战略;第三,为了确保战略的实施,AT装饰公司需要结合公司的实际情况努力在制度创新、人力资源管理、建立健全员工激励机制、完善人才培训体系、加强营销管理和企业文化建设等方面建立起与企业战略相适应的运行机制和环境,需要从市场拓展、加强内部管理、制定有效的营销策略、提高服务质量等全方面提升企业的竞争力。
[Abstract]:Since the reform and opening up for more than 20 years, with the rapid growth of our economy, the process of urbanization is accelerating, the consumption structure of urban and rural residents is gradually upgraded, the momentum of real estate development is strong. At the same time, the most relevant industries-building materials industry and building decoration industry will also face unprecedented opportunities for development. The momentum of rapid growth has become one of the best growing emerging industries, but the number of existing construction decoration enterprises and the total project undertaking capacity has exceeded the demand. The serious imbalance between supply and demand makes the building decoration market increasingly competitive. This paper adopts the method of combining theoretical analysis and case study, starting with the analysis of the macro-economic environment, industry environment, industry development trend and market competition situation of architectural decoration industry. A typical private architectural decoration enterprise, AT Decoration Engineering Co., Ltd., is analyzed and studied, and relevant strategies are drawn up, which are expected to provide ideas for the strategic management of many architectural decoration enterprises. This paper first analyzes the external environment of AT decoration company, and then expounds the basic theory of enterprise strategic management, and then analyzes the internal environment and advantages and disadvantages of the company, on this basis. This paper makes a detailed analysis of AT decoration company's internal and external environment by using Porter's five-force model EFE matrix / IFE matrix SWOT analysis and other theoretical analysis tools. Combined with the actual situation of the company put forward a more practical strategic choice. Through the research, this paper draws the following conclusions: on the one hand, the domestic architectural decoration industry is currently in the growth stage of the industry life cycle, the real estate market competition is increasingly intensified. Among them, short-term and long-term development prospects continue to be optimistic; On the other hand, the decoration industry competition fierce AT decoration company is facing a great challenge, in order to win advantages in the fierce market competition and achieve sustainable development, we must define their own competition and development strategy; Third, in order to ensure the implementation of the strategy, AT decoration company needs to combine the actual situation of the company in institutional innovation, human resources management, establish and improve the staff incentive mechanism, improve the personnel training system. Strengthen marketing management and corporate culture construction and other aspects to establish the operational mechanism and environment adapted to the enterprise strategy, we need to expand the market, strengthen internal management, and formulate effective marketing strategies. Improve the quality of services and other aspects to enhance the competitiveness of enterprises.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.92

【引证文献】